Thanks to Melissa Mackey with SEW for mentioning some of the not-so-obvious PPC / SEM / Paid Search tools out there that make life more, well… fun (aka – giving you the time back in your day so that you can actually go off the grid for a minute or two). She highlights 23 free tools like;
Uber Suggest (keyword suggestions outside of keyword planner)
Testing, testing, testing. One thing reigns true – with marketing, everything is a test – as part of active, ongoing optimization to constantly improve ROI performance (that should be in a stuffy ‘Marketing 101’ book somewhere). Erin Everhart with SEW pulled together a nice list on UX tools we should all embrace – with a few I added from experience;
Creating a Culture of Content is a never-ending task that I see in almost every marketing organization that has taken the social media and SEO bull by the horns. Enlisting support and consideration from every aspect of enterprise business is critical – and – Altimeter Group does a great job of visualizing the pieces that need to come together. Better yet, they’ve also provided a framework for a Content Marketing Platform RFP – filled with requirements you can apply to any talent-driven or technology-enabled process.
Without “content,” all you have left in social sales is “social,” i.e., a platform, a forum or a social network. Devoid of content, all these channels amount to empty containers.
She provides some great tips to start right with strategy first;
Align Content to the Sales Funnel
Empower Staff to Curate & Aggregate
Listen & Respond
Apply Metrics (to measure performance)
Build Social Sales Content into the Overall Content Strategy
Train (and educate internal staff and execs)
Hire Accordingly (you’ll need the extra help)
Lastly, it’s helpful to know that if you are in the conundrum of ‘what to do with social media for my anti-social B2B business’, you’re not alone. Consider this an opportunity to blast ahead of the competition.
Big Data (using online data to inform offline sales, esp. with shopping cart abandonment rates)
It’s marketing strategy and understanding like this that KEEPS them at the top as the largest retailer of maintenance, repair and operations supplier.
“We don’t really go after customers online,” vice president of e-commerce Paul Miller told attendees today at the B2B Multichannel conference in Phoenix. “If we’re doing our job right, they should be finding us.”
“If they can’t find us or can’t get to our site, all the rest of the equation falls off,” Miller says. “We make sure to ask where the customer is when they start their journey and try to be relevant in that search. You can’t underestimate the importance of those first parts of the journey.”